Summary: Tough times create opportunities. One area any company can always improve in is their Marketing – “The Market never stays the same” is our motto. When times get tough, the tough go Marketing. What is your company doing to leverage opportunities in tough times? We’d love to hear your great ideas. If you are not doing much, then time to get racing. Hope you like this article. A Marketer should be “On Mission, On Assignment, and in the Zone!” when it comes to Marketing your company.
I make calls all over the country championing unique opportunities from movie projects, to technology utilization, oil exploration opportunities (emerging), radio and television, vacation rentals, expos, professional services, real estate, and more. I understand that many companies are going through a little hurt. I talked to an agency executive who buys media for Southwest Airlines this week and the lady explained to me that these days “I am asking for more, give me more.”
Most companies are now looking for “even more BOOM for their buck” and that comes with a totally integrated and leveraged Marketing approach. Fortunately, my team has been on what I consider the “front lines” of “integrated and converged” media and Marketing. We have been experimenting with mixing radio, TV, web, networking, PR and news, print, search, strategic alliance development, promotion strategy, photography, music (yeah, you can market your company through music), product placement in film and documentaries, and more. So, these are exciting times for companies who have a little imagination and a sense of exploration and venture and yes, even GUTS!
These days I find my time, thinking strategically about the value of each client to the portfolio of our long-term Marketing objectives (we are not looking for just any client). My thoughts are, “Will this company/client add to our brand value and lead us to the success we are working hard to achieve for them and us?” That simple focus can help any company to save money on their overall Marketing budget. There is a theory in Marketing called “co-branding”. If you align yourself with a leading brand, then you are associated with that brand as well and that can save you millions of dollars in the long run. It is a great strategy, try it sometime.
As a Marketer, I focus on the brand essence of what I am trying to convey in the marketplace - brand attributes like trust, smart, cutting-edge, innovative, focused, courage, consistency, variety, strength, audacity, fresh and fearless, etc. We don’t care what people say as much as what they respond to.
Here is a quick example.
We just picked up, “Seven”, currently the fastest motorcycle in the world at 350.884 mph. The record was broken by Denis Manning of BUB Racing, Inc. (California) with champion driver Chris Carr. For those who have been reading my blog, you may recall my interview with Denis that I recorded on YouTube, last year (search YouTube – Denis Manning “Fastest Motorcycle in the World” or search this blog). In fact, we are organizing a totally comprehensive sponsorship package for his would be Marketers and advertisers. For the sake of this article, if you would like to review what we have in mind for “Seven”, I would be happy to e-mail it to you as a “case study” review (it really is cool), just e-mail: info@TeamMarketingDynamics.com
“Seven” the fastest motorcycle in the World 350.884 mph
It took BUB Racing, Inc. 31 years to break the record a second time. The team broke their first world record in 1970 at 265.492 mph with Cal Rayburn, driver. The current record hadn’t been broken for 16 years until “Seven” on September 5, 2006. The “Seven” team is working hard to break the record again at 375 mph in September 2008 and 400 mph in Australia in March of 2009. This is an incredible story of engineering, safety, speed, having a dream and doing what others say can’t be done.
In tough times, this machine can catapult the right company nationally and around the world. So, as we are working to attract the right companies, we have called on Fortune 100 corporations (i.e., fuel, global delivery, technology, really fast food, Hollywood production companies who specialize in product placement, TV and new media partners, high-speed internet, etc.) who need something that will give them more “roar for their dollar” (yeah, this thing is loud). For example, Goodyear has agreed to make the 400 mph tire. In the past, few companies have jumped at this due to liability concerns; however, Denis and his team proved their determination once again and got a commitment.
Our package incorporates the traditional stuff like having the logo on the machine, use of photography and video footage, and endorsements, etc. However, via the strategic alliance development, this platform will be much more in the form of two planned documentaries and a movie on the life of Denis Manning, trade show appearances, on-line webcasts, point of purchase video displays via plasma screens, satellite and TV broadcasts, a clothing line, a toy die-cast replica, the talk show circuit, sponsor mention in the book reprint of “World’s Fastest Motorcycle”, VIP receptions, and DVD distribution deal, and more. This is history in the making and an opportunity to grant the right company bragging rights for years to come.
See the wind tunnel results of this magnificent machine registering a .08 co-efficient, zero is perfect “The reason we can reach high speeds” says Denis Manning, bike builder
Book Recommendation:
I read this book last month via a contest I won. An on-line friend Trish Forant, Founder of “EmailOurMilitary” (www.EmailOurMilitary.com) was running a promotion and I was the winner (I rarely win anything). I was happy to receive my autographed copy of “Final Salute” and read it from cover to cover, engrossed by the compassion of those serving the “Gold Star” families. This book will touch your soul. I have written a review of the book that you can read at my Marketing blog www.TheMarketingVortex.com that Trish also published on her blog.
If you are interested in learning talking about your particular Marketing challenges, we would be happy to talk to you. You can reach us at 281.463.4560 or e-mail: info@TeamMarketingDynamics.com
Andy Valadez is President and Founder of Marketing Dynamics, a Strategic Marketing firm working with emerging entrepreneurs and growth-oriented companies, movie makers, authors, musicians, media personalities fashionistas, television shows, technologists, networkers and bloggers, non-profit organizations, and real estate professionals with gross annual sales under $50M. Andy graduated from Texas A&M University with a BBA degree in Marketing focusing on Public Relations, Promotion Strategy, and Sales. He also received an Applied Business Certificate from Tulane University in New Orleans and served in the United States Marine Corps during Desert Storm/Shield. Visit www.TheMarketingVortex.com (blog)
“A good name is more desirable than great riches; to be esteemed better than silver or gold.”
– Proverbs 22:1
(A verse given to me by S. Truett Cathy, founder of Chick-fil-A)
